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Women Driving Change: Insights into Gender Roles in Social Advertisements
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Abstract
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Despite significant socio-economic progress and increased awareness of gender equality, advertising continues to reflect a complex interplay of traditional stereotypes and emerging empowered identities. The research integrates theoretical insights from prior literature with empirical analysis to explore how women are represented and perceived in contemporary media. This study examines the evolving portrayal of women in social advertisements in India and analyses audience perceptions of these changing gender roles. Using Exploratory Factor Analysis (EFA), four key dimensions of women's portrayal were identified: Traditional Role, Transitional Role, Influential Role, and Progressive Role. The results indicate a gradual shift from conventional depictions of women as dependent homemakers toward more dynamic representations as decision-makers, leaders, and agents of social change. Among these, the Influential Role emerged as the most dominant, highlighting women's growing impact on family and societal transformation. Further statistical analysis using the Kruskal-Wallis test reveals that gender and educational qualification significantly influence audience perception, whereas social class shows no significant impact. Age demonstrates partial influence, particularly in shaping perceptions of influential and progressive roles. These findings suggest that while societal acceptance of changing gender roles is increasing, variations persist across demographic groups. The study concludes that social advertising plays a crucial role in reshaping societal attitudes by promoting empowered and realistic portrayals of women. While traditional stereotypes have not entirely disappeared, the emergence of progressive narratives indicates a positive shift. Ultimately, the research underscores the potential of media as a catalyst for gender equality, emphasizing the need for more authentic and inclusive representations of women in advertising.
Keywords:
Women Representation
Social Advertising
Gender Roles
Gender Equality
Perception
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